Inertia acquires senior living directory SeniorsPlaces.com, plans Q4 relaunch
What's the deal? Florida-based Inertia Digital MarketingDealroom has a profile for this one. Try Dealroom → has acquired SeniorsPlaces.comDealroom has a profile for this one. Try Dealroom →, a commission-free online directory that helps families compare independent living, assisted living, memory care and home care options across the US. The purchase closed in May 2026; terms were not disclosed.
Why now? Inertia plans a fourth-quarter relaunch on a rebuilt platform designed for two audiences: families choosing care for a loved one, and the operators running senior living communities.
What's the endgame? The company wants to keep the site free for families while never taking a referral fee. "Seniors Places has always been free for families and has never taken a referral fee," said Adam Palmer, founder of Inertia Digital Marketing. "We are keeping that promise and rebuilding everything around it."
For families, the relaunched site lets users search by city and care type, filter by monthly budget, and compare up to three communities side by side. Pages show care types, amenities, pricing where shared, and reviews, and every inquiry goes directly to the community.
For operators, communities manage their own listings through a new portal, receiving leads with each family's care needs, timing and budget. Monthly reports track impressions, page views, leads, tours and move-ins by community and brand.
By the numbers: Seniors Places lists more than 11,000 communities nationwide. During the launch period, communities that complete a profile receive six months of the site's Verified plan at no cost.
The signal: The commission-free model positions Seniors Places against referral networks that take a percentage of a move-in, betting that families will favour transparency in a high-stakes decision. Inertia, a digital marketing agency founded in 2016, is folding the directory into a portfolio focused on senior living, healthcare and local businesses.
